The Art and Science of Selling

Robert Reffkin

Lesson time 14:13 min

Learn how to hire a seller’s agent, stage your home, which improvements make the biggest impact on your selling price, as well as how to determine your goals, assess your timing, and how to price your home.

Students give MasterClass an average rating of 4.7 out of 5 stars

Topics include: Hiring a Seller’s Agent · Give Yourself Enough Time to Sell · Think About the Buyer’s Dreams · Make It Move-In Ready · Take Good Photos · Put a Bow on It


[MUSIC PLAYING] - I cannot overstate to you how much more work goes into selling a home, getting the best outcome with the best price for a seller, versus what the average seller would think. There is so much art and science to getting to that right outcome. So a listing presentation is when you are selling your home, and you're interviewing four different agents over four different days. Each one of them are going to come to you and share with you a listing presentation. It will be a book, usually a document. And it will walk through why you should want to work with them to their experience in selling homes like yours. It will talk through the company that they're affiliated with and how their company can support that process. The third thing you will talk about is your actual home and what they think the home will sell for. And then lastly, they'll talk about how to market the home. What will be the exposure to agents? How will they position the home? Will they want to pre-market the home to get buzz with a coming soon where it gets the buzz that a trailer crates for movies or creating the energy and excitement where people are ready to-- really excited to see it. So when it really goes on the market and they have their first open house, you can have a reservation list of people that already signed up from the coming soon listing. Another question you should ask when you're a seller and you're interviewing a few seller agents is, let me see photos of homes that you've sold. How have you positioned them? Have have you staged them? How have you transformed them? What did the home look like before you did anything? What did it look like after? When you see a listing that has beautiful furniture, everything is positioned the right way, it is very likely because that seller has an agent who has given them good advice on how to market the home. Then I would ask, how are you going to market my home? How are you going to give me maximum value? And they should talk about how they are going to market and prepare your home and the pricing strategy. And it's a very important part of the conversation. You should feel confident in the outcome. You should ask them, how do you create maximum value for other sellers? What did you do? What worked, and what didn't work? And hopefully in the response they give you, you should see confidence and see the real experience. You should ask them how strong and deep are their relationships with other agents because those relationships for sellers will mean that they can get buyer agents to bring the buyer, because they have done a lot of transactions with the best buyer agents. And they can pick up the phone and say, trust me, this is a great home. Bring your buyers here. Then I would give the agent a trick question. And this is going to be a trick question for you as well. You'll see. I would ask the agent for a discount on their commission. And if they say yes, say, you know wh...

About the Instructor

As the CEO and founder of Compass, Robert Reffkin has used modern technology to revolutionize the real estate industry in the U.S. Now he’s demystifying the ins and outs of the American home-buying process and sharing tools that will help you buy or sell a home with confidence. Learn how to approach your search, choose an agent, make an offer, and more. Your future home is waiting—let Robert help you find it.

Featured Masterclass Instructor

Robert Reffkin

Robert Reffkin, the founder and CEO of Compass, helps you get closer to finding your dream home by simplifying and demystifying real estate.

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